Connecting Cassandra Data with GraphFrames (Jon Haddad, The Last Pickle) | C* Summit 2016
CONNECTING WITH ASIA CHINA SUMMIT WORKSHOP...CONNECTING WITH ASIA CHINA SUMMIT WORKSHOP ... Nielsen...
Transcript of CONNECTING WITH ASIA CHINA SUMMIT WORKSHOP...CONNECTING WITH ASIA CHINA SUMMIT WORKSHOP ... Nielsen...
CONNECTING WITH ASIACHINA SUMMIT WORKSHOP
Topic: Digital Landscape of the Chinese TravellerSpeaker: Marcus Robinson - Group Technology Director of ASAP+
What we’ll cover today
1. The Chinese travellers’ behaviour
2. Digital media consumption of Chinese travellers
3. How you can establish a digital profile in China
PART I: CHINESE FIT DIGITAL BEHAVIORAL TRENDS
1. Hong Kong SAR2. Japan3. Macao SAR4. Thailand5. South Korea6. United States 7. Singapore8. Taiwan9. Australia10. France
24%North America
67.3%Asia
6.9%West Africa
51.1%Hong Kong
Macao and Taiwan
20.4%Australia
37.6%Europe
MOST POPULAR DESTINATIONS OUTSIDE MAINLAND CHINA FOR CHINESE TOURISTS
CHINESE OUTBOUNDTRAVEL OVERALL
Source: Nielsen – Outbound Chinese Tourism And Consumption Trends 2017
NUMBER OF ANNUAL OUTBOUND HOLIDAYS BY TRAVELLER
1 TIME15.99%
2-3 TIMEs41.25%
4-6 TIMEs23.57%
6+ TIMEs19.19%
84%Of Chinese out bound
travelers are likely to travel more than once
Outbound travel is not a one time affair for most Chinese. Those that travel, will go on multiple holidays a year.
Source: China Online Outbound Tour Market Research Report, 2016
HOW MUCH CHINESE PEOPLETRAVEL IN A YEAR?
CHINESE TRAVELER CONSIDERATIONS WHEN CHOOSING A DESTINATION
56%
Uniqueness oftourist attractions
47%
Safety
45%
Ease ofvisa procedures
35%
FriendlinessOf locals
34%
Affordability
Data source: Nielsen Outbound Chinese Tourism and Consumption Trends, 2017
Experience is the #1 priority for Chinese tourists.
Top 5 factors Chinese outbound tourists consider when choosing travel destination
CHINA'S TOURISM INDUSTRY CONTINUES TO CHANGE
Package Travel Semi-independenttravel
Independent Travel Customized Travel
34% 42% 49% 25%
39% prefer customized travel when they travel to Australia / New Zealand
Source: Outbound Chinese Tourism and Consumption Trends_2017
IMPLICATIONS
TRAVEL PURPOSE IS REDEFINED
PART II: CHINESE TRAVELLERS MEDIA CONSUMPTION TREND
Data source: China Netizen Internet Behavior And Motivation Study (IMMS) A15+ / (TA 30-49, Monthly income RMB 10K & above)
08:00 – 09:30 12:00 – 14:00 16:00 – 18:00 18:30 – 23:00 23:30 – 01:30
Constant throughout the day
Bicycle
Music
News
Lunch
Camera Online Shop
Travel
Afternoon Tea
News/Trends
Map
Bicycle
Camera
Fitness
Livestream
Video Website
Social
Online Shop
Baidu Ali-Pay WeChtat Didi Dianping
A TYPICAL DAY ON THE CHINESE MOBILE
DIGITAL HABBITS STAY CONSTANT WHILE TRAVELLING
Source: Chinese International Travel Monitor 2017
Taking photo & video
67%
Local navigation
45%
Checking weather
49%
Keep in touch with friends back
home
74%
Local travel info search
57%
Bought local data Sim Card
70%
31%
36%
8%
21%
Use free Wi-Fi at hotel & public places
Subscribe overseas roaming
Subscribe overseas voice roaming
Pay local call overseas
TOP CRUCIAL FACTORS OF INFLUENCING THEIR PLANS
SPOUSE/ PARTNER
ONLINE ACCOMMODATION WEBSITE
FRIENDS
ONLINE TRAVEL GUIDES
ONLINE REVIEW SITES
SOCIAL MEDIA
TRAVEL MAGAZINES/ BROCHURES
PROMOTIONS/ DEALS
TRAVEL AGENTS
SEARCHES USING MOBILE PHONES
FILM/TELEVISION
OTHER RELATIVES/ FAMILY MEMBERS
PARENTS
MEDIA ARTICLES
COLLEAGUES
NEWSPAPERS
BLOGGERS
15%
12%
9%
9%
9%
7%
6%
6%
5%
4%
4%
4%
4%
3%
3%
1%
1%
Source: Chinese International Travel Monitor 2017
Chinese OTA’s dominate the travel booking landscape with individual airline and hotel apps struggling to match consumer needs for convenience.
U.S.
UK
Australia
France
Germany
Russia
China
Brazil
FLIGHT BOOKINGS, OTAS VS AIRLINE APPS/WEBSITES
26%
20%
12%
30%
16%
20%
36%
15%
41%
42%
49%
42%
22%
32%
11%
42%
OTA AIRLINE
OTA’S DOMINATE THE TRAVEL BOOKING LANDSCAPE
Source: Phocuswright: Search, Shop, Buy, The new digital Funnel, 2016
Queensland Page Example on Travel Platform – Ctrip & Mafengwo
Before travel During travel After travel
Make itinerary, book flights, book hotel,check tips, check weather, read news…
Take photos, upload photos on SNS, find restaurants, go shopping, look up translation…
Watch videos, share photos on SNS and itineraries on travel platforms, plan the next
journey…
WHERE DO WE COMMUNICATE WITH OUR TRAVELERS
SOCIAL
TRAVEL PLATFORMS
INFORMATION
Before travel
SOCIAL
TRAVEL PLATFORMS
OTHER
During travel
Take photos, upload photos on SNS, find restaurants, go shopping, look up translation…
After travel
Watch videos, share photos on Social Platforms and itineraries on travel platforms,
plan the next journey…
SOCIAL & TRAVEL PLATFORMS:
IMPLICATIONS
GO BEYOND THE COMMON CHANNELS
ESTABLISH A DIGITAL PROFILE IN CHINA
STEPS TO ESTABLISH A DIGITAL PROFILE IN CHINA
1. Social Media (WeChat & Weibo) Account Setup
2. Review and aware of how your product being promoted and commented on OTA / Travel platforms
Standard Player
Advanced Player
Entry Player 3. Website in Chinese that is hosted in China
4. Regular, strategic posting to WeChat & Weibo
5. KOL & Media investment
6. Digital presence on OTA / travel platforms via partnership
7. China payment method available on owned platforms
CwA Virtual Concierge Program
Voice and chat represent the next major disruption in computingWe believe
CWA VIRTUAL CONCIERGEUSER JOURNEY
Thank you!